TCF1098: 5 Price Objection Lines Every Contractor Should Master

⏱️ 10:02 🎤 Tom Reber

AUDIO EPISODE

TCF1098: 5 Price Objection Lines Every Contractor Should Master

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Chapters

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0:00

Overcoming Price Objections

The host introduces the problem of contractors flinching at price objections and emphasizes the importance of confidence and control.
1:48

Line 1: 'Compared to what?'

This line helps clarify what a prospect is comparing your price to, often revealing an unrealistic internal expectation rather than a competitor's quote.
3:24

Line 2: 'What were you hoping?'

Asking about their desired cost helps diagnose if the issue is a gap in expectations or a perceived lack of value.
4:14

Line 3: 'What makes you say that?'

Mirroring their 'too high' comment forces them to articulate the specific reasons for their objection, turning the tables from defense to clarification.
5:05

Line 4: 'What specifically is expensive?'

This question narrows down the objection when multiple items are involved, shifting the discussion from overall price to specific scope or priorities.
6:11

Line 5: 'What should we do next?'

This powerful closing line removes pressure, puts you on the same team, and reveals their commitment level, guiding the conversation forward.
7:24

Believing in Your Price

The host stresses that these lines only work if you genuinely believe in your pricing and possess strong confidence, built on solid numbers and standards.

Speakers

Tom Reber

Host

Key Takeaways

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Cultivate unwavering confidence in your pricing, as flinching or panicking at price objections signals weakness to prospects.

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Do not argue or defend your price immediately; instead, use strategic questions to understand the root of the objection.

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Ask 'Compared to what?' to uncover if a prospect's price expectation is based on a real comparison or an internal, often unrealistic, assumption.

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Inquire 'What were you hoping this would cost?' to diagnose whether the objection stems from a gap in expectations or a perceived value problem.

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When a prospect says 'too high,' respond with 'What makes you say that?' to prompt them to articulate their specific concerns and turn the conversation from defense to discovery.

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If a project has multiple components, ask 'What specifically is too expensive?' to avoid defending the entire quote and instead discuss scope, priorities, or tradeoffs.

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Conclude the conversation with 'What do you think we should do next?' to remove pressure, share ownership, and gauge the prospect's commitment level.

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